"To avoid pitfalls [of focussing on young male recruitment] maintain the part of corporate culture that attracts and retains existing, older staff and skills."
YNGVE RALPH, BUSINESS STRATEGY CONSULTING, PA CONSULTING GROUP
In an article in Sweden’s NyTeknik, PA's business strategy expert Yngve Ralph discusses how Swedish businesses need to stop focussing only on their usual "young, Swedish, male" target markets for recruitment and start looking at the talent-rich areas of females, pension-aged and immigrant candidates.
In the article Mr Ralph asserts that by focussing on the young, male market, companies are missing out on three things: first that companies should ensure that they have a workforce of a generation that reflects their brand; second, that by focussing on only a young audience they may alienate a wealth of talent in the existing workforce; and third, companies should also reflect their own customer audience and young men may not be that target market.
To avoid these pitfalls, companies should:
maintain the part of corporate culture that attracts and retains existing, older staff and skills
become better at managing and leading people from different cultural backgrounds
attain a mix of employees that reflect society and their target markets.
Yngve Ralph is a business strategy expert at PA Consulting Group.